Integra(ng  Local  Internet  Marke(ng  For  Your  Business  Workshop  RM  #  4:  2pm  –  2:45pm  

Agenda  

•  Local  Search  Market  Opportunity  •  Local  Search  Op4miza4on    •  How  To  Rank  On  Google+  Local  •  Local  Online  Reviews  •  3rd  Party  Directory  Sites  •  Local  Search  Toolkit  •  Ques4ons  

Local Search Market Opportunity

22 million businesses in the

United States

25% visible online

Local + Mobile

50%+ of mobile queries have local intent

90% take action as a result Consumers want data to be right at the moment they need

In the age of mobile and local search, companies that adopt a real-time mindset and invest in the technology and data to make that happen for

their consumers will win

infogroup.com/about/news/survey-half-of-consumers-using-local-search-have-visited-closed-businesses

9  

An SMB’s Marketing Budget

BrightLocal SMB Internet Marketing Survey 2013 in partnership with ChamberofCommerce.com

brightlocal.com/2013/11/18/smb-internet-marketing-survey-2013

•  SEO (includes Google+ Local) is clearly seen as the most effective internet marketing channel for SMBs

•  After SEO, it is

Local Online Directories that are seen as the most effective technique.

Local  Search  Op=miza=on  

Local  Maps,  Organic,  Sponsored  

Free  

Paid  

Why  Local  SEO?  

30%  of  all  searches  are  Local  Intent  

Evolu=on  of  Google+    Local  

Google+  Local  Page  

Verify,  Claim,  Op=mize  G+  Local  •  Claim  &  Verify  your  free  business  

lis4ng  by  searching  your  company  name  on  Google  

•  List  your  official  business  name  •  Get  your  category  right  and  pick  as  

many  relevant  ones  avail  •  Business  Descrip4on  should  have  

relevant  local  search  terms  •  List  your  services,  areas  served,  specific  

benefits,  photos,  website  link,  email  •  Logo  and  cover  image  •  Link  the  page  onto  your  website  

 Op=mize  Your  Site  For  Local  Search  

•  Put  1-­‐2  local  search  terms  that  are  relevant  to  your  services  you  offer  

•  Every  page  of  your  site  can  (and  should)  feature  a  different  4tle  tag.  

•  Place  your  target  city  &  brand  name  •  Name,  Address,  Phone  should  be  on  bo]om  of  each  of  your  pages   Brought  To  You  By:  Phil  Rozek  

www.  LocalVisibilitySystem.com  

Google  Reviews  

29  

Ask  for  online  reviews  

Steady  Flow  Of  Reviews  •  Aim  for  1-­‐2  reviews  per  week,  once  you  get  to  10  you  will  see  stars  

•  Give  them  printed  out  instruc4ons  that  walk  them  through  the  review  process  

•  Have  a  sec4on  on  your  site  with  clickable  icons  to  the  most  important  review  sites  

•  If  sa4sfied  customers  know  that  you  value  their  opinions,  they  will  be  glad  to  leave  you  a  review  

Best  Prac=ces  For  Reviews  •  Make  it  as  no-­‐pressure  as  possible  •  Do  not  offer  incen4ves  or  pay  customers  for  reviews  

•  Do  not  set  up  a  laptop  or  IPAD,  Google  knows  where  it’s  coming  from.  (IP  Address)  

•  Don’t  ask  friends  or  family  members  •  Respond  to  reviews  oaen  and  thank  customers  who  leave  nice  reviews  

•  Gather  reviews  in  your  spare  4me  

Third  Party  Directory  Sites  

Some  Defini=ons  To  Know    •  Google+  Local  Page:  Business  Profile  

that  details  your  business  informa4on,  service  offerings,  customers  can  write  reviews,  you  can    link  your  website,  get  customers  to  choose  you.    

•  Cita=ons:  Simple  lis4ngs  of  your  business  informa4on  on  3rd  party  sites  &  directories  

•  NAP  Info:  Name,  Address,  Phone  •  Local  Aggregators:  Spreads  your  

info  to  tons  of  other,  smaller  business  directory  sites.  

•  Consumers need to be able to trust the data they find about a business

•  There’s nothing more

frustrating than turning up at a shop or restaurant which has closed down, moved or never even been located at that address!

Getting an SMB Found

brightlocal.com/2013/09/23/expert-citation-survey-2013

An SMB Must Have Accurate Data Online

Wrong address

0 Reviews

Corrected Address

81 Reviews

•  Richness refers to descriptions, photos, hours, etc.

•  Knowing the type of services,

opening hours, payment options is useful information for potential customers.

•  It also supports the data you

load into Google+ and gives Google further proof points to corroborate the data it has about a business

Getting an SMB Found

brightlocal.com/2013/09/23/expert-citation-survey-2013

The “Richness” of Listings are Important

Local  Search  Toolkit  

Complete  Package  of    Local  Search  &  Reputa4on  Tools  

Google+

MojoPages

HotFrog

Local.com

YellowBook

Yahoo Local

WhitePages

YellowPages

Bing Local

InsiderPages

SuperPages

Angie’s List

Yelp

Kudzu

ShowMeLocal Merchant Circle

Foursquare

MapQuest

Manta

Citysearch

Acxiom, InfoGroup, Neustar / Localeze and Factual.

STEP:  1  

Results:"

•  Extended tab content

•  Member since •  Hours of operation •  Payments

accepted •  Enhanced images •  Connect to

merchant •  Business

description "

Before: After:

= enhanced content  

brightlocal.com/2013/09/23/expert-citation-survey-2013

•  Quantity of structured citations is the 6th most influential factor in the 2013 Local Search Ranking Factors survey.

•  Getting a spread of citations across a wide range of relevant & appropriate sites

is still a very valid and beneficial task for an SMB or SEO to tackle.

moz.com/local-search-ranking-factors

Sheer Volume of Citations Still Influences Local Search Ranking

STEP:  2  

Review  Me  Web  Page  STEP:  3  

DIY  Reputa=on  Intelligence  

Email  Alerts  When  You  Receive  An  Online  Review  

STEP:  4  

Reporting Dashboard

Client View – Local Visibility Report •  Timeline showing chronological progress of order

•  Pie chart showing

number of directories client is listed in/type of directories client is found in

•  Speedometer showing

search ranking of business name/business keywords

•  Directory icons linking to live listings on directory site

•  Submission status of

listings •  Color/Symbol status

of Listing’s description, hours, website, logo, images, & video

STEP:  5  

WIN  FREE  Local  Marke=ng    For  12  Months.  $1000  Value!!!  

Who  Is  Integrated  Digital  Strategies?  •  Veterans  of  Digital  Marke=ng  &  Tradi=onal  Media  –  Over  30  years  of  combined  experience  

•  Full  Service  Account  Management  –  Online  and  Offline  

•  Proven  Success  In  Local  Internet  Marke=ng  Strategies    –  Boston,  Orlando,  Miami,  and  U.S.  

•  Best  in  class  digital  marke=ng  team:  –  Web  Designers  &  Developers  –  SEO  &  Local  SEO  Marketers  –  Paid  Search  &  Targeted  Display  Ad  Strategists  –  Social  Media  Marke?ng  Managers,  Videographers  –  Content  Writers  &  Bloggers,  Inbound  Marketers  –  Email  Marke?ng  Specialists,  Sales  coaching  

                       Ques=ons